Strategy #3 - Retargeting

Use when your goal is recovering lost demand

The problem this solves

• You have real intent, but people leave before converting.

• They browse services, start forms, check locations, or begin booking, and drop off.

• Retargeting brings them back.

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What you need in Freshpaint to power retargeting

Retargeting audiences in Freshpaint are built from behavioral signals Freshpaint tracks on your site.

You do not need CRM uploads for this strategy.

You build segments based on user behavior.

Common examples:

Event tracked by Freshpaint	How it’s used for retargeting
Viewed service page	Retarget people who showed service interest
Viewed location page	Retarget high-intent local visitors
Form started	Retarget users who began but didn’t submit
Appointment booking started	Retarget users who didn’t finish booking

You build this as a segment inside Freshpaint Audiences and sync it to your downstream Audiences destination(s).

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Important: identifiers are required

As with other strategies, the audience must include allowlisted identifiers like:

• Email

• Phone number

• IP address

So ad platforms can match users for retargeting.

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How retargeting actually happens in practice

1. Freshpaint tracks on-site behavior

2. You build a segment like: “Viewed service page but did NOT complete appointment”

3. Sync the audience to your Audiences destination(s) such as Meta / Google / Microsoft / DSPs

4. Run retargeting ads to that audience inside the ad platform

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When retargeting should lead/be included in your strategy

Choose retargeting if:

• You have meaningful web traffic

• Users browse services, forms, or locations

• Conversion is not immediate

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Strategic outcomes to expect

• Higher conversion lift per dollar

• Shorter sales / booking cycles

• Better use of existing traffic

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Typical healthcare examples

• Visitors who viewed a service page but didn’t book

• Form starters who didn’t submit

• Patients who booked but didn’t attend

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How to run retargeting compliantly

Retargeting is a targeting technique where ad creative and messaging matter for compliance and patient comfort.

Because users may recognize that they were recently on your site.

Follow these recommendations

1. Use generic, brand-level messaging

Avoid copy that references the specific action the user took.

• “Still thinking about knee replacement?”

• “Finish booking your dermatology appointment”

Avoid specific references and use broader copy such as:

• “Schedule your appointment today”

• “Care you can trust, close to home”

• “Book online in minutes”

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2. Do not reference conditions, services, or diagnoses in the ad

Even if the audience was built from a specific service page view.

Keep ads broad and brand-safe.

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3. Avoid hyper-specific imagery

Do not show imagery that directly mirrors the page they visited.

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4. Let the audience targeting do the work — not the copy

Freshpaint handles the targeting privately. Your ad creative should feel like normal brand advertising.

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5. Why this matters

This approach:

• Avoids user discomfort (“how did they know?”)

• Reduces compliance scrutiny

• Keeps campaigns HIPAA-safe and brand-safe

• Maintains trust while still recovering lost demand

Ready to try Retargeting? Learn more here.